Market-Based Management (3rd Edition)

This book takes a strategic approach to value/profitability in marketing management and helps readers work through financial analysis. The Third Edition includes increased coverage of important topics such as e-Marketing, supply chain management, customer relationship management, and branding. It focuses on the fundamental need for businesses to attract, satisfy, and retain customers. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth. For marketing departments and business owners seeking the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability.